For those who like news, social media algorithms are a failure

In 2016, when Twitter changed its chronological timeline to one organized by algorithms, I found the change to be an irrelevant detail. Perhaps I underestimated the impact of this decision, which, in theory, would help users discover relevant tweets that might otherwise go unnoticed.

What no one could have predicted is that Elon Musk would buy the platform years later and change the algorithms to suit his own interests, promoting tweets full of misinformation and limiting posts with links to news – something that, apparently, is not a priority for him.

Today, if the feed The X/Twitter pattern seems more toxic than ever, the explanation is simple: they still call it “For You”, when, in practice, it is “For Elon”.

Threads, from Meta, follows the same logic and offers a similar experience, with a feed pattern also called “For You”. But it suffers from another problem: a total lack of relevance.

Launched after Musk's acquisition of Twitter, Threads quickly grew by allowing users to access the platform with their Instagram accounts. It tried to replicate what its sister network has to offer: a calm, friendly and controversy-free environment.

Adam Mosseri, head of Threads, was direct in stating that the platform seeks to move away from news and politics, treating these topics as problems to avoid and not as attractions.

But even though it has amassed an impressive 275 million monthly users, the top choice for former Twitter users has been Bluesky. In October, the social network had around 13 million members. After the US presidential elections, this number jumped to more than 24 million, attracting people interested in discussing current affairs, but far from Musk's influence.

US election night also exposed a major flaw in Threads: its algorithm, which deliberately avoids news, only displayed old and irrelevant posts, frustrating users seeking real-time information.

META WAS FORCED TO MOVE

Like other technology giants, Meta only seems to react when faced with competition. In recent weeks, Threads has gained new features, many clearly inspired by Bluesky. Additionally, it adjusted its algorithm to prioritize posts from followed profiles, rather than random ones, which should theoretically improve the experience.

In practice, however, these changes did not make the feed “For You” more useful. Last week, for example, there was nothing about the political crisis in South Korea.

Meta can improve its AI to deliver more relevant content, but Bluesky brings an even more valuable lesson: algorithms in feeds social issues can create more problems than they solve, especially when the timing is crucial.

Although Threads has 275 million monthly users, ex-Twitters' top choice has been Bluesky.

Bluesky impresses with its simplicity. Its main view, called “Following,” shows only the most recent posts from the people you've chosen to follow, just like in Twitter's heyday. Furthermore, the Starter Packs – lists of profiles that you can follow with just one click – are a big differentiator.

Although it has algorithmic elements, such as the “Discover” and “Popular Among Friends” tabs, these features are secondary. This type of feature only survives if it is truly useful, without being forced onto users as the first thing they see when opening the app.

Bluesky's growth is proof that going back to basics can be good business. Musk's Twitter may no longer have a solution, but if other social networks follow suit, everyone will win.

Meanwhile, Threads is already working on its own version of Starter Packs. Bring it on – along with everything else Meta can learn from Bluesky’s human focus.

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ABOUT THE AUTHOR

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Harry McCracken is Fast Company's technology editor based in San Francisco. In past lives, he was editor of Time, founder and editor… find out more

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